Synbio must prove itself as a superior alternative and win consumer trust to succeed amid the battle against ultra-processed foods, writes our columnist Chiara Cecchini.
By Chiara Cecchini
Ultra-processed foods (UPFs) are under fire, and as policymakers crack down, synthetic biology (synbio) foods risk being caught in the crossfire. In the rush to overhaul the American food system, are we discarding innovation along with industrial excess? As regulatory scrutiny tightens around artificial ingredients and processing techniques, synbio faces an urgent challenge.
The reality is sad: over half of Americans’ caloric intake comes from UPFs, a cultural problem that cannot be ignored. The rise of UPFs was not accidental – it was an industrial response to feeding an ever-growing global population. UPFs enabled human expansion to over 8 billion people, a scale unimaginable even just 100 years ago. But this came at a global health cost. The challenge now is not just to reject UPFs but to find better alternatives that ensure precision, scalability, consistency, and efficiency – without sacrificing human health and planetary stability.
The ultra-processed villain narrative
The war on UPFs is intensifying. Major media outlets, including the Guardian and the Times, have reinforced the growing consensus that UPFs fuel chronic disease. Policymakers are responding aggressively.
California Governor Gavin Newsom’s executive order calls for measures to restrict UPF purchases, possibly requiring warning labels. This move could set a national precedent, broadening regulatory scrutiny beyond junk food to include all processed foods – including synbio innovations.
Robert F Kennedy Jr, now confirmed as Secretary of the Department of Health and Human Services, has made UPFs a central battleground. He has framed them as a root cause of modern health crises and is pushing for stricter controls, including labelling and ingredient bans. If his vision shapes future food policy, synbio companies have the opportunity to prove their products belong in a different category – one that delivers both undeniable health and sustainability benefits.
So, is synbio all ultra-processed food?
One of the biggest risks to synbio’s future is its classification. As the crackdown on ultra-processed foods intensifies, many are questioning whether synbio belongs in the same category. While synbio foods undergo industrial processing, they do not necessarily share the problematic characteristics of traditional UPFs – namely, reliance on artificial additives, refined sugars, and hyper-palatable formulations designed for overconsumption. Instead, synbio represents a number of production approaches that enable the precise engineering of food ingredients, making it very distinct from traditional ultra-processing.
It is fundamental that the industry actively defines its position before regulators do. If synbio is perceived as just another form of processed food, it risks being caught in the sweeping regulatory backlash against UPFs. However, by prioritizing rigorous nutritional research, transparency, and clear communication, synbio can establish itself as a separate category – one focused on health, precision, and sustainability rather than industrialised over-processing. This also represents an opportunity for leaders in the space to leave the sustainability cocoon and address the real question: how do synbio ingredients impact human health at scale?
The stress of broadening the message beyond sustainability is an important one. Besides clear positioning against UPF, sustainability alone doesn’t sell. The consumer reality is clear: taste, price and health drive food choices. Without a compelling safety and health-centric value proposition, synbio risks being dismissed as just another form of industrialised food.
Preserving small, hyperlocal, diverse food systems is essential, and feeding a global population of 8 billion requires also scalable, climate-efficient solutions. Synbio now has the opportunity to provide that global reach, jointly with safety, nutritional value, and a distinct advantage over UPFs. And it will be a matter of communication.
Earning consumer trust
But yet, consumer scepticism towards synbio exists. While younger demographics, particularly Millennials and Gen Z, show greater openness to these innovations, many consumers remain wary. Multiple studies indicate that many consumers view cultured meat as unnatural, which negatively impacts their acceptance of these products. Meanwhile, research from the Good Food Institute confirms that while sustainability is valued, it is not the key driver of purchasing decisions.
To overcome this, synbio companies must embrace transparency and third-party validation. Certifications such as the Non-GMO Project’s Non-UPF Verified label have helped distinguish minimally processed foods from industrially engineered ones. Synbio must take a similar approach – educating consumers and regulators, demonstrating its health benefits, and ensuring it is seen as an advancement, not just another iteration of processed food.
Investing heavily in nutritional studies, safety research, and clear communication is a non-negotiable. Without robust, independent data proving health benefits and safety, synbio will struggle to gain consumer trust and regulatory approval. The companies that prioritise scientific rigour and transparency will define the next era of food systems.
A defining moment
The UPF backlash is forcing a cultural shift in American food policy, and synbio companies cannot afford to be passive. The term “natural” remains one of the most powerful marketing claims in the industry, driving billions in consumer spending, yet it has no regulatory definition. Synbio companies must proactively define their place within this evolving landscape – aligning with consumer trust, prioritizing clear health benefits, and ensuring their innovations do not get swept away in the fight against UPFs.
The message is clear: the future of food systems will not be determined by sustainability claims alone. Synbio must prove itself as a superior alternative – not just to industrialised food, but to the very system that made UPFs dominant in the first place. If it fails to make this case, it risks being cast aside with the processed foods of the past. If it succeeds, it could become the defining food innovation of our era – a legitimate, forward-thinking solution for healthier humans and a thriving natural ecosystem.
The post Opinion: How Will the Ultra-Processed Fight Affect Synbio Foods? appeared first on Green Queen.
This post was originally published on Green Queen.